A perfectly planned ad campaign, sabotaged by brand messages popping up next to extremist or inappropriate content. This nightmareish prospect is enough to fill most marketers with fear - and for some, unfortunately, it has become a reality.

If you read the press you'd be forgiven for thinking programmatic advertising is in decline.

But for all the noise about brand safety, viewability, fraud and kickbacks – programmatic is maturing fast. A range of new technologies and initiatives have got many in the industry hopeful that 2018 could be a big year for programmatic.